Huge Jump In Smart Home Speaker Ownership Due In Large Part To Great Online Holiday Sales
Smart Speaker penetration sees a 50% increase in just one quarter with 18.7 million connected homes in the US. Holiday season discounts for Google Home and Amazon Echo devices boosted the interests of the consumers.
As the comScore numbers below indicate, lower price points during the holiday shopping season generated a steady spike in sales. Specifically, Google released the Home Mini on October 19 and kept the price at $29 for the holiday season. Amazon expanded its lineup prior to the holiday season with new devices – Echo, Echo Plus, Echo Show, Echo Spot and Echo Look – and also offered its entry-level device, the Echo Dot, for $29.
With increased advertising during the Black Friday sale, the smart speakers resulted in giving some advantage to the brick-and-mortar retailers. Apple did not take advantage of this holiday season. With the HomePod being priced at $399, the sales are going to go slower than with other brands on the market. Google and Amazon have targeted the lower income households which have worked out quite well for them because they make up the majority of the smartphone holders.
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